Drabicky says we mistakenly put the value on marketing, and not the customers behind it. How can you fix it?

Investigate the value of the customer driving your marketing. Figure out a customer’s worth by setting up a system to quantify your conversions.

Track and know the value of every action a customer takes on your website. You lose value by just looking at a sale and ignoring engagements that may lead to sales down the road, like downloads, content shares, repeat visits, etc.

Combine the two to create a new marketing ROI model for a more detailed look at your campaign’s impact.

Once you’ve mastered theses techniques for your overall marketing campaign, focus in on different components, such as calculating social media ROI. (Note: While the view here is simplistic, it offers a good place to start.)